Newfoundland and Labrador Product Development Strategy

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Qualmark - New Zealand's official quality tourism sitehttp://www.qualmark.co.nz/eligibility.shtmlPage 1 of 45/2/2004SearchSearch here for places tostay, things to do, ways toget around and visitorservicesType of search--Select from list--Qualmark status--Select from list--Region--Select from list--NZ MapStar grade definitions:AcceptableGoodVery goodExcellentExceptionalApplied For Undergoingassessment"Endorsed" definition:Professional andtrustworthyFor more detaileddefinitions Click here"We have already used theassessment criteria as ameasure of our ownperformance. It has helpedto highlight our strengthsand areas we can improve."Air SafarisTekapoQualmark's assessmentsystemsThe assessmentprocessAdditionalprocess notesCustomer feedbackThe Licensing ProcessThe assessment systems determine the eligibility of tourismaccommodation businesses to be part of the Qualmarklicensing system. The integrity and scope of the assessmentsystems are critical in establishing the credibility of theQualmark as a mark of quality.Tourism-related businesses can enter the Qualmark licenssystem by way of a star grading assessment for accommodabusinesses, or an endorsement assessment for activity,adventure tourism, transport and service operators.Qualmark's assessment systemsQualmark's assessment systems have been developed inconjunction with operators, sector and industry associationsother stakeholders to ensure they accurately reflect the neeand expectations of today's visitors, and that they have brosupport within the industry. The systems have also beendeveloped with reference to international tourism assessmesystems and customer research, as well as drawing onQualmark's own extensive experience in assessing tourismbusinesses.All of Qualmark's assessment systems are based on the sambasic methodology and processes. They first determine thattraveller's minimum requirements (ie the things that absolumust be there) are met. They then assign quality scores invariety of areas appropriate for that business, which areweighted to determine an overall quality score. Foraccommodation businesses, this overall quality score determthe star grade, while for other tourism businesses the qualitscore must be 60% or more in order to confirm the Qualmaendorsement.The assessment processAppropriate fee andapplication received
Qualmark - New Zealand's official quality tourism sitehttp://www.qualmark.co.nz/eligibility.shtmlPage 2 of 45/2/2004Pre-assessment pack issent to operator• The operator can uthis information toensure they:◦ meet minimurequirement◦ identify areawhere serviclevels can beeasily orinexpensivelenhanced prto theassessmentvisit.Onsite assessment iscompleted• Takes between twohours and a full dadepending on the sand scope of thebusiness.• It provides anopportunity to discideas andopportunities with tassessors.• Assessor will talk wthe operator tounderstand theirbusiness focus andthen undertake theassessment of thebusiness, workingthrough the detailecriteria.• During eachassessment it is afurther goal of eachassessor to add vafor the business by◦ giving feeba◦ discussing id◦ identifyingpossible areaforimprovemen
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Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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Page 14 and 15:
The Top Ten Conclusions (continued)
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Section 1IntroductionTHE ECONOMIC P
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- 2 -Objectives and Scope of the St
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- 4 -" Preparation of several backg
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- 5 -Section 2Newfoundland and Labr
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- 7 -There are expectations that th
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- 9 -A recent National Geographic T
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- 11-“changes to exchange rates a
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- 13-• Family (41%)• Learning (
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Section 3Situational AnalysisTHE EC
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- 16 -o Outdoor activities availabl
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- 18 -The province’s tourism prod
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- 20 -Market perspectives on Newfou
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- 22 -o Transportation to and from
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- 24 -Exhibit 1Satisfaction Levels
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- 26 -RoofedAccommodationsSupply of
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- 28 -Nova Scotia and Prince Edward
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- 30 -Hotel/Motel Occupancy by Star
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- 32 -o There are examples of rooms
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- 34 -pricing, rate structures, dis
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- 36 -A few participants reported s
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- 38 -Exhibit 2Extent to which Acco
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- 40 -Clearly the vast majority of
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- 42 -o Growing use of upscale B&Bs
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- 44 -o Not enough 4 star plus prop
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- 46 -As illustrated in thegraph, t
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- 48 -campsite. The rate for sites
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- 50 -o There appears to be an incr
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- 52 -A niche market within the rec
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- 54 -Argentia facility closes at t
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- 56 -expressed views concerned sig
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- 58 -The Department of Tourism, Cu
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- 60 -the province was about 48% hi
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- 62 -A related issue is recreation
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- 64 -HNL also offers a wide range
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- 66 -" Its core programs include:-
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- 68 -Federal Government ProgramsAt
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- 70 -The tourism industry in Newfo
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Section 4Product Development Initia
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- 73 -Key Issues/Opportunities/Chal
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- 75 -Key Issues/ Opportunities/ Ch
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- 77 -o Product Committee scans cur
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- 79 -o Development of mutual respe
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- 81 -The province has recently int
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- 83 -One of the signature areas id
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- 85 -o Ontario’s Product Allianc
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Section 5Overall Strategic Approach
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- 88-This is not to suggest that we
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- 90-Newfoundland’s major tourist
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- 92-Federal government:o National
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- 94-The approach focuses on buildi
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- 96-on its investment. The $300 mi
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Section 6Strengthening and Building
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- 99 -Demand Influencers - Natural
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Exhibit 4Evaluation of Attractions,
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- 103-Top Priority Influencers (10
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- 105-Exhibit 5Rating of Potential
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- 107-Based on this evaluation, act
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- 109-o Staging a spring or fall ev
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- 111-1. Develop pricing ‘tools
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- 113-Cultural and Heritage Attract
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- 115-o Exhibit 7What Does ‘Cultu
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- 117-There are always risks in con
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- 119-Aboriginal and Acadian Cultur
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- 121-Criteria for SupportThe kinds
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- 123-Other Provincial Initiatives
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- 125-The question arises, however,
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- 127-Provincial/Regional Itinerari
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- 129-o A serious shortage of renta
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- 131-This is another sector of the
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- 133-Walking and hiking is one of
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- 135-The Green Bay Trail Guide pro
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- 137-get them developed. We have n
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- 138 -Section 7Strengthening and B
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- 140 -Established Destination Area
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- 143 -Some suggestions:o Build on
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- 144 -Section 8Strengthening Touri
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- 146 -Currently established servic
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- 148 -o The absence of Provincial
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Section 9Strategies for Accommodati
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- 151 -But with demand generating a
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- 153 -To be more explicit, the nee
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- 155 -to assess this. What occupan
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- 157 -o Has evident potential in o
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- 159 -o Accessible by roado Archit
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- 161 -of a feasible proposal by th
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- 163 -The criteria here are relati
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- 165 -significant gaps, such that
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- 167 -We have used scores of low,
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- 169 -o Also, some level operating
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- 171 -Preference should be given t
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- 173 -If this sort of advice is to
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- 175 -some suggestions that the da
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- 177 -only be given in destination
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Section 10Other Product Development
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- 180 -As part of the shoulder and
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- 182 -flexibility in this regard.
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- 184 -from this process has been s
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Section 11Strategies for Market Rea
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- 187 -o Brochure and other marketi
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- 189 -considered in the mystery sh
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- 191 -them of the career opportuni
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- 192 -Section 12LabradorOverviewLa
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- 194 -Tourism Business Support Fun
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- 196 -" Principles and policies fo
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- 198 -Changes Since Completion of
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- 200 -are currently looking at the
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- 202 -development of the Labrador
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- 204 -" Identify Business and Prod
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- 206 -" Some have been long-held f
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Section 13ImplementationTHE ECONOMI
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- 209 -barrel for government handou
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- 211 -In the second case, the appr
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- 213 -General ConclusionsOther con
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- 215 -o Econo-museum/learning prog
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- 217 -across the province - museum
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- 219 -Newfoundland and Labrador To
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- 221 -Exhibit 11Functions of the A
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- 223 -The challenge here is the ne
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- 225 -The first iteration of the a
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- 227 -other organizations the team
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- 229 -Given the kind of budget req
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- 231 -FundingWe recommend that the
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- 233 -Linkage with the Tourism Mar
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- 235 -Hospitality Newfoundland and
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PART IIOpportunities for Product De
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- 237 -Section 14Avalon RegionOverv
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- 239 -Exhibit 13Avalon Region - Oc
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- 241 -Destination AreasThe discuss
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- 244 -believes that there is an op
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- 246 -of those interview indicated
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- 248 -Opportunities and NeedsPoten
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- 250 -Opportunities and NeedsWith
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- 252 -Zone 17:Mariner (Baccalieu T
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Section 15Eastern RegionTHE ECONOMI
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- 255 -EASTERN REGIONNumber Number
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- 258 -Trinity Bight (Trinity/Port
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- 260 -Accommodation Supply, Demand
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- 262 -Opportunities and NeedsThe p
Page 296 and 297: - 264 -° The fall season of Rising
Page 298 and 299: - 265 -Section 16Central RegionOver
Page 300: - 267 -perform better than the lowe
Page 303 and 304: - 270 -Suggested Tourism Developmen
Page 305 and 306: - 272 -primarily of the hotel/motel
Page 307 and 308: - 274 -but demand outside this peri
Page 309 and 310: - 276 -Demand° Overall occupancies
Page 311 and 312: - 278 -100%90%80%70%60%50%40%30%20%
Page 313 and 314: - 280 -100%90%80%70%60%50%40%30%20%
Page 315 and 316: - 281 -Section 17Western RegionOver
Page 317: - 283 -Destination AreasThe discuss
Page 320 and 321: - 286 -° Raleigh - consider propos
Page 322 and 323: - 288 -Codroy Valley/Southwest Coas
Page 324 and 325: Demand- 290 -ZONE 6 - NordicNumber
Page 326 and 327: - 292 -ooGMNP, this is a significan
Page 328 and 329: - 294 -Demandoo100%90%80%70%60%50%4
Page 330 and 331: - 296 -oThere may be some future op
Page 332 and 333: Section 18Labrador Accommodation As
Page 334 and 335: - 299 -Supply of Accommodations in
Page 336: - 301 -100%90%80%70%60%50%40%30%20%
Page 339 and 340: - 303 -Zone 5: Labrador StraitsSupp
Page 341 and 342: - 305 -As with Zone 4, activity in
Page 343 and 344: Qualmark - New Zealand's official q
Page 345: Qualmark - New Zealand's official q
Page 349 and 350: Qualmark - New Zealand's official q
Page 351 and 352: - i -Appendix IIOther Tourism Proje
Page 353 and 354: - iii -Change and Fogo Islands - Th
Page 355: Appendix IIIMap of Regional Economi
Page 358 and 359: - 1 -Appendix IVGlossary of TermsAC
Page 360 and 361: - 3 -Geographic Markets: Market seg
Page 362 and 363: - 5 -Regional DMO: Regional destina
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Newfoundland and Labrador Product Development Strategy

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